Author Archive » Eloi
There has been a lot of hype this week about Seth McFarlane, the creator of Family Guy
and Raven Symone -ex Ogilvy- creating videos that will be placed in AdSense.
I have always been a believer of interactivity increasing retention of the advertising
message, but in this case I believe the effects will be different than expected, and that viewers will not be converted into customers.
If ads are too funny, they will stick out too much and reduce the effectiveness of the advertising message. via flickr
Last weekend, Kelvin and I represented SiteVisiblity when we attended a fun and friendly socialising party organised by Propellernet on the Brighton seafront. Everyone had a good chance to discuss their career moves, their views on how things were changing, and I met quite a few people who did not come from Internet backgrounds but instead decided to throw themselves at the deep end of a medium they did not know much about (but thought they did). Also, it seems that nowadays 1/20 people will have a website, and 1/5 of these will operate Google AdSense.
In other words, it seems there is a greater amount of people transfering their traditional marketing skills to the internet than the other way round. Is that simply due to the rapid expansion of the medium and an inability to cope with the worforce demand? and are there any marketers out there who wish to return to old fashioned marketing and Kotler’s 4 Ps ?
Is my technique really outdated? via flickr
For the third edition of ‘What is SEO? a guide for beginners’, we will have a look at how PPC campaigns come to life and discuss their advantages over more traditional advertising methods. I believe PPC is a good place for a trainee SEO to start as it gives them knowledge of how search engines find information, whilst keeping that marketing side of the brain working.
First, let’s explain what PPC actually is: When a search is undertaken on search engine, there will usually be 2 kinds of results (all you PPC experts thinking “wait a minute…”: bear with me, we were all beginners once). There are the natural results which are the ones you are familiar with, and then there are sponsored results which appear on the right hand side of the screen; effectively they are advertising messages (Not everyone knows that these results are sponsored, even though it is written underneath). These ads operate on a [tag]Pay Per Click[/tag] basis, meaning that you (the advertiser) only pay when a user clicks your advertisement instead of every time it is displayed.
In this second chapter of the “What is SEO” series, I will try to explain to trainee SEOs and internet marketing beginners why blogging is so important in the world of internet marketing. There are dozens of stories about individuals making serious money directly or indirectly from their blog, but many fail to even achieve above 100 page views per day. What makes a good blog, and why you should do it with passion.
Although I’m quite new to the world of search marketing, it has become apparent that everyone in the industry is crazy about blogging. All the guys at Site Visibility have encouraged me to write entries about my training and learning experience that would be helpful for other Trainee SEOs and Internet marketers. With an industry that is booming at the moment, I’m sure there are a few of us out there.
How good is your blog ? via flickr
In order to give direction to trainee SEOs and professionals new to the area, I wanted to write a simple but concise summary of what search engines use to determine their rankings. I will try to not go into too much details about techniques of Internet Marketing, just the basic framework in order to outline the role of SEO to any newcomer.
In simple terms, SEO is about making your website (or your client’s) visible on the internet, and especially on search engine result pages, as it’s often the first place people go they go when they are looking for businesses.
The aim is to ‘Pull’ anyone searching almost anything related to your business to your site, as opposed to traditional marketing and advertising techniques where you push your advertisement onto a consumer.
You’ll feel at the top of the world when you get #1 on Google! via flickr
There are lots of interesting starter guides, books and podcasts out there to help anyone starting out in internet marketing. They’ve helped me learn, but I thought it would be interesting to share my thoughts as I learn the ropes. Here, I explain the differences between push and pull advertising, which illustrate the differences between traditional and online marketing.
Over the years, I have developed an absolute passion for advertising and marketing techniques, but as an individual I am very aware of when I am being marketed to, and normally I do not like it. I like to think I am in control of my own purchasing decisions, and am not being influenced by anyone else but me; I believe many consumers feel this way too. We have gone through decades of over-advertising which I believe contributed to the success of the Internet and the increased amounts of time spent online by consumers. Here is why I would like to talk a bit more about Push and Pull advertising. Push advertising operates in traditional media such as billboards, magazines, cinema and television (except for red button advertising) and consists of the advertiser pushing a message onto you in order to influence you next time you go to the supermarket or high street. It could be done by sticking a silly song in your head or adding comedy value to your brand, but in any case, push advertising is becoming less effective:
We’ve recently been joined at Site Visibility by Eloi Casali a recent graduate from Brighton University in Communications & Digital Media. We were really impressed with his dissertation about online advertising so we’ve asked him to summarise some of his findings in a series of blog posts, this being the first – Kelvin
Advertising has traditionally been a very expensive/ lucrative business (depending on your perspective) with huge amounts of money being spent with the intention of making the average target consumer aware of a brand.
At the foundation of the pricing of offline advertising is the amount of people that will see the ad (Cost Per Thousand), which is very speculative: Who knows exactly how many people are watching BBC2 at the moment? No-one. Who knows exactly how many people looked at that Nike poster? And more so, who knows how many people bought a Nike product because of that poster?